John Robbie, the former rugby international and talk radio host, used to call practitioners  of the dark arts of marketing “ponytails”. When peeved about some daft marketing or PR move, he would speak about a ponytail idea imagined by some ponytail in a room of ponytails owned by a company of ponytails. 

He did not, as many of us do, see the need for change for change’s sake, particularly when it came to sport. Sometimes marketing departments just need to justify their budgets and existence...

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